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McLaren is just one of Brown’s business interests I started making decisions. You can’t blame him for that. But I think we’re all waiting to see and that goes both ways.” Brown spent a lot of time talking with Liberty Media following its acquisition of F1, announced last September, and is one of the figures who will play a key role in defining the sport’s future. The United States has been targeted as one of the biggest markets for Liberty to invest in, with a second race being wanted by many corners – including Brown. Brown is a racer and understands what it takes to win going to change at McLaren. While Brown says that the team’s 2017 livery is “not traditional”, the MP4 moniker for its cars will remain despite it being a Dennisian innovation. “One of the biggest sporting challenges that McLaren will face this year is keeping Fernando Alonso on its books” Brown’s commercial nous has made him one of F1’s most influential figures, and for a team lacking a title sponsor such as McLaren, his arrival is something of a coup. However, he will be doing more than just commercial work for the team. “Jonathan Neale and I are ultimately mutually accountable [for running the team],” Brown explains. “I spend more time on the commercial side, he spends more time on the technical. But he spends time on commercial and I spend time on technical. I think these teams now are too big to be run by any one individual. While I’m not technical, I’m a racer and I understand what it takes to win races. So I think the side where I can contribute is more on the sporting side than the technical.” One of the biggest sporting challenges that McLaren will face this year is keeping Fernando Alonso on its books. The Spaniard’s contract expires at the end of 2017, and he has long said that his future would depend on the feeling of the newspec cars under the revised regulations. “He’s definitely committed to the project, but his contract is up and he’s in high demand as you can imagine,” Brown admits. “Vettel’s out of contract next year, that’s my understanding. So as you can imagine, next year’s going to be an exciting driver market movement. Obviously we’d love to keep him, he’s one of the greatest drivers on the track, if not the best. But we’re just going to see how things go and kick off those conversations a few races into the year. “If I was him, I’d want to see how we perform before “You’ve got to get the fans closer to the sport, whether it’s physically or through digital devices, whether that’s live or other media channels or both” “I think it can be very big in North America. I think the only reason it’s not is that there’s not enough of it,” Brown continued. “We need a second race. The television is very good, the addition of Haas is a good thing. An American driver would be nice but I don’t think there’s one around the corner. A second race and the teams need to do a better job of helping promote the sport and it can get there. It’s moved around too much, it’s not had races. We need some stability and date equity which Austin brings, but we need a second race.” The ‘show’ surrounding sport in the United States is something that F1 could look to capture, Brown says, using the Super Bowl as an example of how to properly promote and market an event. “You’ve got to get the fans closer to the sport, whether it’s physically or through digital devices, whether that’s live or other media channels or both,” Brown says. “I think we need to let the towns know that we’re coming to the race earlier. I’ve landed at some grands prix on a Thursday, land at the airport and you wouldn’t know that the race is happening. You land in town for the Super Bowl, by the time the gate has pulled up to the gate, you know the Super Bowl is in town. “I think the marketing needs to start a city level, maybe get the drivers there a little bit earlier, get the media turned on earlier. And then have some events. I think fan engagement doesn’t just have to be at the race track. It can be during the week in the town centres etc. So I think we need to do a better job of event marketing.” McLaren is just one of Brown’s many business interests. He also coowns United Autosports, a